Group treasure CEO Ren Chunlei: open commission subversion of group purchase model

Group treasure CEO Ren Chunlei: open commission subversion of group purchase model In February of this year, the team's capital chain broke, and CEO Ren Chunlei was accused of "running." In the following March and April, Ren Chunlei admitted that he was very miserable. During this dark period, there were two books to accompany him, one was the Vajra Prajnaparamita, and the other was Ronda Byrne’s inspirational book “The Secret.” He made a major decision: Group purchase website is mainly based on commission income, but the new group treasure intends to "outside the people".

After 10 months of breaks in the rest of my life, the capital chain was broken, the accounts were in arrears, and the bank closed down...I thought that Ren Baolei, CEO of Renbao.com, would not be able to recover. He did not expect that on December 5th, he would walk into the new team treasure. Public view.

“Actually, employees’ salary at the beginning of the year was issued nine days late. After one week’s work, all of them were resolved. The rest was only compensation for resignation and suppliers.” Ren Chunlei is a bit less convinced in the face of outside questions. He said that after 10 months of rectification, he had already paid more than 80% of the old Tuanbao debt, mainly the supplier part.

He solved a mystery that has been circulating for a long time: Tsangbao has never failed. Since the accident in February this year, Tsangbao.com has been operating, but did not get a penny of income. "In April this year, Cangbao.com's sales returned to 10 million; in October, sales reached 80 million to 90 million."

In March of this year, Baobao.com, which had a financial crisis, launched a “zero dollar group, on-site payment” model to provide consumers and businesses with a free information platform for group purchases. In the middle of payment, commissions and other links, Tuanbao . The old team treasure network is in this mode, through a low-cost operation to maintain their livelihoods. Although it did not receive a penny, it avoided the loss of traffic to the greatest extent.

At its original headquarters in Beijing, there are still more than 30 employees who are still striving, mainly responsible for R&D and finance. The remaining more than 100 people moved to Lanxiang Town, Jiading District, Shanghai and was mainly responsible for operation and management. In August last year, the old delegation Baoxia also commanded a team of 2,300 people.

The new group buying platform model "For the development of the new platform, we have already had ideas at the end of last year. When we are ready to start implementation, the group treasure network accident." Ren Chunlei said.

He divided the new group treasure platform into two major roles: head of delegation and group-guest. The head of delegation is the initiator of the group purchase project. It can be an enterprise, it can be an individual, and the threshold is not limited. The group passengers are consumers. Consumers can buy their own products, and they can also recommend products to others. After the recommendation is successful, they can get a personal income.

This time, the new group treasure completely abandoned the profit model of group purchase site: rely on commission as the main source of income. The new group treasure platform will open the commission that he originally charged to the head of the group, he can choose to leave all of himself, you can also choose to leave to help him to recommend the product of the group.

For example, suppose that Baobao.com has a group purchase program: Donglaishun Package. Its unit price is 100 yuan, sold 10,000 copies in a day, and its gross profit is 3% (30000 yuan). It turned out that Tuanbao.com would charge a commission of 5% (1500 yuan) on the basis of gross profit, and now the new Tuanbao will hand over the 1,500 yuan to the head of the group.

The head of the delegation can leave 1,500 yuan for himself, or he can choose to promote sales. The commission of 1,500 yuan will be distributed to the group passengers. The group will receive a commission of 5% commission after each sales promotion of a Donglaishun package (0.15% each Yuan, 10,000 copies of 1,500 yuan). Of course, this 5% commission commission is not fixed, and the head of the delegation can adjust it freely according to the actual situation.

In the whole process, New Tuanbao only charges a 10% service fee (ie, 10% of 1,500 yuan). “The current focus of the new Cangbao is to make good service and customer experience. The issue of profitability is not very important,” said Ren Chunlei.

Open commission is an open platform model that is good or bad, and it can better solve the problem of the human cost of group buying websites. During the craziest time of group buying, some websites had teams of 3,000 to 5,000 people. Most of them were sent to the streets to negotiate with the merchants one by one, and then the group purchases were sold online and commissions were collected.

Although the new Cangbao lost the main revenue channel for commissions, it drastically reduced the operating costs of the company. The original group treasure network needs to spend a lot of manpower to negotiate with the business, and excavate quality group purchase items. Now, this work has been transferred to the head of the delegation (except for companies). In order to obtain commissions, they will find their own group purchase items.

However, the new group treasure still faces several problems. After increasing the number of team members, team members and other intermediate links, and earning some profits for each link, it is very difficult for the group-purchase program to come up with real benefits. The new group Bao abandoned its own income commission, but this part of the profits did not return directly to the user, but to the head of the dictatorship, used to expand the sales of goods to encourage group sales promotion.

In this regard, Ren Chunlei believes: “The existence of a group of passengers is valuable. After a project is put on line, if there are many people (members of the group) working together to promote it together, it is definitely a high firewood for everyone.” He also said that the group Long has the right to directly convert the commission commission into a commodity low price.

It is also necessary to verify the opening commissions for the significance of the roles of the group and the head of the delegation. Ereli analyst Huang Yuanpu said that the open platform needs a huge amount of traffic. The current pattern of group buying industry has already formed. If there is no strong capital to support, the probability of a successful turnaround is very small.

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